액티브 시니어(Active Seniors)의 유튜브(YouTube) 이용동기에 관한 Q 분석

Abstract

The purpose of this study is to explore the subjective structure of YouTube use motivations among active seniors in Korea. To this end, a Q methodology was employed with seniors aged 50 and above who use YouTube at least once a day. The analysis revealed that the YouTube use motivations of Korean active seniors can be categorized into three distinct types: entertainment motivation, information motivation, and interest-based social interaction motivation. The entertainment motivation type comprises respondents who perceive YouTube primarily as a personal leisure space. Next, the information motivation type includes individuals who emphasize knowledge acquisition, the expansion of understanding, and the practical utility of information obtained through YouTube. As this type encompassed the largest number of respondents, it may be regarded as the most prevalent and representative YouTube use motivation among Korean active seniors. Finally, the interest-based social interaction motivation type consists of respondents who pursue both information acquisition and entertainment through YouTube but exhibit relatively low perceptions of its use for work-related purposes or knowledge acquisition compared to other types. Instead, they place greater importance on social enjoyment and interpersonal interaction through interest-based content consumption on the platform.